The pitches came fast and furious at the Z100/Telebrands Next Great Infomercial Inventor Contest in New York City.

“You just pour the water, and literally no water is getting in her face,” said inventor of the Fun Sponge, Mia Hunter.

“Decorative bra straps, straps that were meant to be seen, straps that make a fashion statement,” said Jann Lori, inventor of Hot Straps.

And there were plenty of laughs.

At stake? A $50,000 infomercial test shoot with AJ Khubani’s company Telebrands, the folks behind multimillion-dollar products like its bestselling Ped Egg from “As Seen on TV” and in retail stores.

Khubani has been doing this for about three decades and knows what works.

“It’s got to solve an everyday problem. Something people can relate to. They see it and say yes! I have that problem, and there’s got to be something exciting about it.”

The sales numbers are exciting. Khubani says direct response television is a $50 billion business. The winner of this event could make millions, collecting royalties every time Telebrands sells their product. Most products retail for under $20, which is a big selling point in a tough economy.

As Khubani announces, “The item that we liked best today, drum roll, the bra strap.”

Hot Straps, conceived by Jann Lori and Chuck Strube, are fashionable almost jewelry-like bra straps – meant to replace the ugly ones often sticking out of women’s clothing.

“It’s just amazing. Really I am still in shock.” I wasn’t sure if I heard correctly,” says Lori.

A big win for the couple and a promising beginning for another new product coming soon to an infomercial near you.

Bottom line:Inventors of quirky new products compete to win the “As Seen on TV” Z100/Telebrands contest in hopes of landing the big infomercial and the big money that can follow.

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